January 11th, 2013
Don’t blame the messenger.
Why do we get a nervous twitch anytime we hear statements like, “Outdoor just doesn’t work for us, neither does radio,” or “We’ve never had success with digital display ads.”
Why? Because it puts all the blame on the media, rather than the message. Or the actual strategy. Or a few other variables that may impact campaign effectiveness and sales. Like price, promotions, distribution, design, ad layout, packaging, PR, perceived value, typography, casting, production values, photography, retouching, celebrity endorsement, product features, operations, word of mouth, third party endorsements, trial/experience, values/lifestyle match, ease of use, brand inertia, weather, time of day, time of month, consumer moodiness and uneasiness due to a stressful NFL head coach search, etc.
Obviously, you can’t simply tie campaign results to your media mix. Instead, analyze all factors surrounding your campaign, starting with a hard look at the content and one highly-sophisticated question every marketer needs to ask himself or herself about their message: Why should my consumer give a crap?
The Musburger Effect
Don’t blame the messenger. Blame the Musburger—as in 73-year-old ESPN announcer Brent Musburger who remarked on the beauty of Alabama quarterback AJ McCarron’s girlfriend, Katherine Webb, during the live broadcast of the BCS National Championship.
Prior to the game, Miss Alabama had less than 2,000 Twitter followers. As of this posting, she’s up to 261,000 followers. Proof that one of the most effective ways to raise brand awareness and create more brand lovers might be through a creepy, old sportscaster endorsement.